SodaStream

Catch niche hobbies early: passion stays, tiny becomes large

Shaan's trend-spotting heuristic: bet on hobbies that are tiny but intensely passionate (clear ice, SodaStream, craft beer, pour-over coffee). The wager is that the passion persists while the small market grows — small reliably becomes medium then large over time.

“Because the bet you're making is that that passion, the tiny— the passion will stay and the tiny will not. Right? That's pretty consistent, is that when you have the passion there, passion stays and tiny becomes medium-sized becomes large over time.”

Steal thisBuild around a tiny-but-fanatical hobby early; the passion holds while the market size grows under you.